Complete Story
07/20/2015
The only chart you need to understand the internet ad business
One of the biggest challenges facing the internet ad business is complexity. It's hard to understand and harder to navigate. Publishers, in particular, are trying to sort out their options and their strategies. They have begun to suspect that what they have in terms of people, skills and products may not resemble what they need.
In response, I am going to engage in a bit of ruthless oversimplification. My belief is that there are two main drivers that define a site's ability to sell ads profitably: the strength of their brand; and the differentiation of their ad offerings.
